Surabhi,
35 is getting pretty big, though the only real limit on an MBC is what you can show on the screen. Usually with MBC you're building a separate binary logit model for each of your features, so having 35 instead of 10 just means 35 models instead of 10 models.
I assume you'll have 5 price levels and an option not to pick that feature at all?
Much beyond 35 items you have to start to worry that almost no one chooses an item - if that happens you get some pretty noisy utilities (with large standard errors) for the really infrequently chosen items.